Managing your pendulum to ensure your building your company valuationP
Picture your business and its two most critical aspects. One is creating demand for your products or services and the other is the fulfillment. Your strategy should be to ensure the proper balance of each of these critical areas of your business because if one of these gets ahead of the other, your business is out of balance and your financial results will be less than optimal.
Now picture a pendulum swinging back and forth and envision this representing on one side the demand creation activity of your team and the other, the demand fulfillment. As you lead your team, avoid creating a pendulum effect where for a period of time your business pendulum is swinging to a focus on creating new demand. Then as the demand grows, you realize your fulfillment team isn’t able to keep up and therefore your focus needs to swing from creating demand over to ensuring you can catch up with fulfillment. A business with this type of pendulum activity is out of synch and is not optimizing financial performance. In addition, this pendulum effect will cause frustration for your sales and fulfillment team as they manage through the stress and frustration of this approach to doing business.
To build the future value, or as we refer to it the worth, of your company, avoid building this pendulum model. Your future acquirer will reward you for delivering consistent financial results, not lumpy results that swing back and forth from period to period. Build your business strategy to avoid the pendulum effect and build your company worth.
